Assignment

A new campaign to introduce this venerable handmade Kentucky bourbon to a new generation of consumers who have virtually limitless choice, with new bourbons coming into the category on an almost daily basis.

Approach

We went back to basics: showing that unlike many of today’s so-called craft bourbons that are actually more of a marketing innovation, Maker’s Mark is really made by hand, by real people, in a single real place – our National Historic Landmark distillery in Loretto, Kentucky.

Results

We have reignited consumer excitement and sales velocity with this new/old approach to telling our brand’s unique story. Maker’s Mark volume grew in double-digits for the first half of the year, outpacing the still-booming category and reclaiming market share from our upstart competitors – without resorting to discounting.